Hard Rock Wall 2.0


Engaging guests with access to Hard Rock's extensive memorabilia collection


1. Project Setting

The Client

Hard Rock Cafe is internationally known for serving up a one-of-a-kind experience that puts their guests in the front seat of rock n' roll history. Hard Rock's digital installation, The Rock Wall, allows guests to browse their extensive collection of memorabilia located in the many Hard Rock locations across the world. 

The Team

  • 2 Project Manger
  • 1 Director of Product Research & Strategy
  • 1 Junior UX Strategist (that's me!)
  • 2 Developers
  • 1 Visual Designer

The challenge

Hard Rock Cafe is known for giving guests VIP access to rock ‘n roll memorabilia, and their network of interactive “Rock Walls” do just that. These touchscreens displayed at 250 restaurants and hotels worldwide digitally showcase the thousands of music artifacts the chain has amassed. When the system needed an overhaul, Hard Rock put the spotlight on PRPL.


I collaborated with my senior strategist to perform user testing, wireframe the defined features, and document functional requirements . The Project Managers handled timeline, budget and day-to-day client and team communications. The visual designer skinned and designed upon the wireframes. The developers collaborated on the front-end and impressive back-end development. 


2. Project Approach


The project followed a proof of concept that clarified Hard Rock's key business goals and high-level feature definition. The initial proof of concept was determined by the Director of Product Research & Strategy. 

In regards to the Hard Rock Wall, the following were three primary goals: 

  1. Display the extensive collection of memorabilia in an engaging way. 
  2. Entertain and enlighten Hard Rock Cafe guests while in the restaurant. 
  3. Promote Hard Rock's Events & Specials

In order to approach these goals, the highest priority features included the Memorabilia Index & Filtering, Interactive Photobooth,  and the customizable-by-location Menu and Event Listings. 


During the onsite Project Kickoff and Discovery our team visited the Hard Rock Cafe HQ in Orlando, FL. We observed the use of the current Rock Wall in both large and standard sizes (see below). A Hard Rock tour guide described the Rock Wall as "useful once people understand what it is", but also that "people don't usually understand what it is"

 Larger Rock Wall size that accepts four users at a time.

Larger Rock Wall size that accepts four users at a time.

 Standard Rock Wall size for one user at a time.

Standard Rock Wall size for one user at a time.



From the proof on concept, we started defining the intricacies of each feature through twice a week brainstorming strategy sessions. Sessions included myself and my Director, occasionally the developers and designers when needed. 


Wireframes and FUNCtionAL REQUIREMENTS

For each feature, appropriate documentation was recorded including but not limited to wireframes, user stories & acceptance criteria, and process flows. This was a collaborative effort between my Director and I, starting from initial whiteboard sketches eventually made into high-fidelity designs. 

 #1 - Wireframe Sketches  (me + director) 

#1 - Wireframe Sketches (me + director) 

 #2 - High Fidelity Design Comps  (designer)

#2 - High Fidelity Design Comps (designer)

 #3 - Functional Requirements  (me)

#3 - Functional Requirements (me)


USER TESTING & Iterationation

Once designs have been viewed and initially approved by the Hard Rock stakeholders, our team put the designs through User Testing. Using a tappable InVision prototype and the actual Hard Rock Wall apparatus, the Director ran the user testing while I took notes via a Rainbow chart (seen below). Our findings suggested a couple layout changes and removal of some content. We provided a second iteration of our designs based off of the User Testing results. 

 Photos from User Testing with Tappable Prototype

Photos from User Testing with Tappable Prototype

 Organization of User Testing Notes and Key Insights & Recommendations

Organization of User Testing Notes and Key Insights & Recommendations


3. Project Status

After our extensive planning and strategy sessions, the minimum viable product features have been defined and planned out. Currently the Hard Rock Wall is in development, where there has been some challenges in the technical back-end portion. As for the UX and strategy, we're looking forward to more user testing and versions of the Hard Rock Wall to follow the MVP launch later on this year.